Clothing Brand Prohibition Of "Famous Trademark" Brand Building Requires Scientific And Systematic Management.

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< p > "famous trademark" has become a major means of brand promotion in the past ten years, such as "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ", such as the early Bosideng down garment, Heng Yuan Xiang brand advertising. In the minds of consumers, because of the government's approval and authority, "well known" is the symbol of good quality. However, the selection of well-known trademarks is not decided by the market, nor by the ordinary consumers, but by the selection and supervision of the government departments. This has led to the confusion of merchants' abuse of "well known" and flickering consumers. Nowadays, the "well-known trademark" is banned, which means that the government will return the decision of "famous" to the market, so that ordinary consumers can decide the quality of their products themselves. < /p >
< p > less the escort of "famous trademark", how should the clothing brand be constructed so that consumers can "buy reassurance, use it comfortably, and enjoy it"? The reporter divided the brand building into three points, and explained: < /p >
< p > < strong > 1. Subdividing the consumption crowd to meet the personalized needs < /strong > < /p >
< p > the traditional single brand competition has ceased to exist. Consumers of different ages, personalities and values have different demands of < a href= "http://www.91se91.com/" > brand < /a >. Therefore, clothing enterprises must subdivide consumption groups and decide the service objects, so as to better build products around the individual needs of consumer groups. For example, the seven wolves of domestic brands aim at the brand of Mark Ed Faye and Shanshan in the young brand launched by the high-end leisure men's wear. When the enterprise has completed the division of the basic population, it should be "thin and thin". In the same age group, the brand should be divided into different consumption personalities again. In continuous segmentation, clothing brands grab accurate target groups and eventually form brand competitiveness. < /p >
< p > strong > two, from single advertising to "experiential" brand promotion < /strong > < /p >
< p > traditional advertising, such as CCTV advertising, is just a carrier to enhance brand awareness, and a whole level of brand promotion. In the future, the consumer experience will be the best carrier for brand promotion and sales promotion. For example, the experience of space, environment, personnel, display, image and promotion will make consumers deeply experience the character and atmosphere of the brand, lead to direct purchase, the experience of online shopping mall on the modern network, and the experience of brand monthly magazine, so that consumers will be more easily established from passive acceptance to active and interactive acceptance. < /p >
< p > < strong > three, < a href= > http://www.91se91.com/ > brand > /a > construction needs scientific system management < /strong > /p >
Less than P, the traditional idea of beating the head and building a brand has long been out of line with the market environment. Nowadays, the development of enterprise brand must be a systematic and scientific construction process. Due to the influence of various market factors, many garment enterprises often change their original brand strategy at random. Brand positioning, personality, value and identification are persisted for a long time. Through persistence, brand assets can be accumulated. However, because there is no systematic brand planning plan, the brand development goal will not be clear, the brand execution process will wavering, and ultimately the real brand can not be established. Therefore, it is better for the enterprises that are not good at constructing the clothing brand to be familiar with the brand planning and management company of garment industry, and the brand management should be carried out. < /p >
< p > in short, the reporter thinks, "capital can change a brand, the overall prosperity of the industry can change our fate". The advent of the globalization of brand development and the era of virtual operation is giving us a new growth opportunity. In this new era of development, the criterion of growth is no longer additive, but subtraction and multiplication -- the realization of virtual operation through the separation of mother and daughter, the shift of emphasis to brand building, the realization of the geometric growth of added value through brand effect, and the highest value chain. This is the next direction and driving force for Chinese garment enterprises. < /p >